The campaign -- which broke in late July -- includes a number of print executions, running in magazines, bus shelters and placards. Centred on the notion of an 'alter ego', the ads aim to draw a similarity between the drink and the consumer, according to Red-dot creative director Frank Tzimas.
And while the campaign is aimed at the trend-minded demographic, it also seeks to promote a new squarer-shaped bottle and an improved taste formula. "What we tried to do was bring out the personality of Bacardi Breezer," said Tzimas. "The brief was to appeal to all trendsetters in China, to have a sense of internationalism about it, and to reflect passion," he said. "These are all core Bacardi values."